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Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands
     

Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

by Al Ries
 

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ISBN-10: 0060570156

ISBN-13: 2900060570155

Pub. Date: 09/27/2005

Publisher: HarperCollins Publishers

In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the

Overview

In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction -- in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand.

Product Details

ISBN-13:
2900060570155
Publisher:
HarperCollins Publishers
Publication date:
09/27/2005
Edition description:
Reprint
Pages:
320

Related Subjects

Table of Contents

Introductionix
Chapter 1The Great Tree of Life1
Chapter 2Predicting the Future9
Chapter 3Divide and Conquer17
Chapter 4Gradual Change vs. Divergence27
Chapter 5The Curse of the Clock Radio39
Chapter 6Swiss Army Knife Thinking53
Chapter 7Bad Ideas Never Die77
Chapter 8The Great Tree of High-Tech Brands89
Chapter 9The Great Tree of Low-Tech Brands117
Chapter 10The Mystery of the Missing Links151
Chapter 11Survival of the Firstest161
Chapter 12Survival of the Secondest185
Chapter 13The Power of Pruning205
Chapter 14Creating a Category227
Chapter 15Establishing an Enemy257
Chapter 16Launching the Brand267
Chapter 17Wrapping Things Up285
Index297

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